How to get ahead in advertising in 1896
We found this newspaper in an old iron safe that had previously belonged to my Great Aunt. The newspaper’s a whopping one hundred and fifteen years old and it felt a bit weird knowing that we were probably the first people to have looked at it since it had been stuffed into the back of the safe all those years ago.
Reading through the news from 1896 it was the adverts that really caught my eye. Produced in a time long before anyone had dreamt up the idea of brand identity or trading standards they come across as wonderfully naive. The Victorian copywriting trend for repeating words in capital letters is definitely an attention grabber. Who could possibly resist the charms of HAMS! HAMS! CHEESE! CHEESE! BACON! BACON! from Liptons grocery shop?
Sufferers of blood impurities must have been reassured by this very confident advert from Clarke’s World-Famed Blood Mixture. The typesetter has created a helpful column that screams THE BLOOD – just in case it wasn’t clear that Blood Mixture was for your, erm, blood.
Carters took a more playful approach to convince readers that their sugar coated pills really were the bees knees. Their little rhyme is ever so sweet, quite modest in-fact, when you consider that they’d found a cure for liver disease.







